Juul had this radio campaign that was made up of 2 spots one after the other. The 1st spot would give you the pluses of the product followed by the warnings and how it was not for kids. The second spot would imply that what you had heard about Juul's minuses and warnings were false. They were not blatantly saying it but because of the way, the 2 spots were played one after the other you certainly got the idea. It was a bit surreal. It certainly minimized the minuses and warnings. In a way, it was brilliant since you could never prove that they were trying to undermind the warnings but it certainly had that effect. It's a shame they were using it to promote their products rather than a product that is good for you.

They have some brilliant marketing people working for them.